Part of the HokiOne series · one client, three lenses
This is the Overview. HokiOne comes apart into three deep-dives — same client, three disciplines, readable in any order: Performance Marketing, Funnel & CRO,, and Data & Analytics..
We work with HokiOne, a 27-year electrical and industrial equipment distributor— a business built over decades on relationships, reputation, and offline selling, carrying the premium equipment brands that contractors, engineers, and procurement teams trust. The demand was always there; what was missing was a modern, measurable way to capture it. The same catalog had to serve two very different buyers: a D2C shopper who buys online or straight over WhatsApp, and a B2B procurement lead who wants a quote and a conversation.
We built that engine. High-intent search captures buyers at the exact moment they're looking for a specific brand or part, then forks them down the right path — a D2C ecommerce funnel whose ROAS climbed from 6× to over 80× in six months, and a B2B procurement funnel that turns enquiries into WhatsApp conversations and quotes at a cost per qualified lead that fell over 35% in the first three months. Blended across both, ROAS has held at 28× and kept improving month on month for eight months — conversions up more than 60% period over period, search CTR above 7%. That's scaling that stays predictable.
This page is the overview. The engagement comes apart into two deep-dives — each one discipline of the same engine, readable in any order: Performance Marketing, where high-intent search was built into a dual-funnel paid engine; and Funnel & CRO, where one catalog learned to serve two buyers without confusing either.
Meet HokiOne.
HokiOne is a 27-year distributor of electrical and industrial equipment — the kind of business that grew on trade relationships, repeat accounts, and a deep catalog of trusted brands. Its buyers are high-intent and specific: a contractor who needs a particular instrument, an engineer sourcing a named component, a procurement team comparing suppliers on price and availability. They know what they want; they're searching for it by brand and part.
The gap was capture, not demand. A distributor this established sits on exactly the kind of high-intent search volume that converts — but relationship-led selling doesn't scale on its own, and the same storefront has to satisfy a one-click D2C order and a multi-step B2B procurement enquiry at once. Serve them with a single undifferentiated funnel and you lose both: the shopper who wanted to check out, and the procurement lead who wanted to talk. The opportunity was a measurable engine that could hold both at the same time.
The engine, in one view — capture intent, then fork it.
The contrarian move: we didn't pick between B2B and D2C — we built one engine that captures the same high-intent search and routes each buyer to the path that fits. Search does the catching; the fork does the sorting; each funnel is optimized to its own conversion.
- Layer 1 · Capture. High-intent search on the brands they carry — search campaigns built around the equipment brands and parts buyers actively search for, catching demand at the exact moment of intent, at a CTR north of 7%.
- Layer 2 · Fork. One catalog, two buyers, two paths — a D2C shopper is routed to a checkout or a WhatsApp order; a B2B procurement lead is routed to a WhatsApp conversation and a quote. Same demand, sorted by intent.
- Layer 3 · Convert. A D2C ecommerce funnel built for ROAS — Meta retargeting and catalog-led creative turning captured demand into online orders, the funnel that runs at over 80× ROAS.
- Layer 4 · Scale. Predictable scaling, both funnels — as paid investment roughly doubled period over period, conversions grew more than 60% and blended ROAS held at 28× and kept climbing, because both funnels were measured separately and budget followed what each one returned.
The scaling stayed predictable — because the two funnels were tracked as two funnels, and budget could follow the return each one actually produced.
Results — one engine, two funnels.
Six signals that show the engine scaling — reported in relative terms, rates, and ROAS multiples.
Honest read: a distributor with 27 years of brand equity starts from real advantage — high-intent search demand was already there to capture, and the heritage does part of the converting. Our job was the engine that captures it predictably and routes each buyer to the right path. The B2B side proves out partly offline, in WhatsApp conversations and quotes, so we track that funnel to the enquiry and the conversation, not just the click.
A 27-year distributor now runs a dual-funnel demand engine — D2C ecommerce ROAS scaled from 6× to over 80× in six months, B2B lead costs down over 35%, and a blended 28× return that's still climbing.
Search captures the intent, the fork sorts the buyer, and each funnel is measured and scaled on its own return. This is how GTMLab partnerships work — we build the engine that captures and routes the demand; decades of brand trust close it.
Book a strategy call →The rest of the HokiOne engagement.
HokiOne was one engagement told three ways. Keep going — here's the rest of the set:
Performance Marketing, — one search engine, forked into a B2B and a D2C funnel.6×→>80× D2C ROAS
Funnel & CRO — one catalog, two journeys, more conversions from the same demand.>35% lower B2B lead cost
Data & Analytics — two funnels tracked as one clear picture, by segment. Return visible by segment
